Nielsen and Integrated Media Measurement Launch Out-of-Home Television Ratings Measurement Service

Service provides industry's first ongoing audience estimates of television

viewing in offices, fitness clubs, hotels, bars and other out-of-home


Apr 12, 2007, 01:00 ET from Nielsen Media Research

    NEW YORK and SAN MATEO, Calif., April 12 /PRNewswire/ -- The Nielsen
 Company and Integrated Media Measurement Inc. (IMMI), the developer of an
 integrated media measurement system, today announced a co-branded service
 that will provide all-electronic metrics on television viewing that occurs
 outside of the home. The new service is expected to launch in September
     This service will mark the first time Nielsen will offer ongoing
 audience estimates of television viewing in out-of-home locations such as
 offices, fitness clubs, hotels and bars.
     "Through our A2/M2 initiative we are committed to 'following the video'
 wherever it goes and measuring out-of-home viewing is a critical component
 of that commitment," said Sara Erichson, Executive Vice President, Client
 Services, Nielsen Media Research North America. "Utilizing IMMI's
 technology, we will provide clients with enhanced intelligence and insight
 about this important activity within the television audience."
     Nielsen will offer a national out-of-home measurement service as well
 as local out-of-home services in New York, Chicago, Los Angeles, Miami,
 Houston and Denver, which are the first markets in which IMMI has
 established panels. The six local services will each have a participating
 panel of approximately 500 people, or a total of 3,000 participants. The
 sample for the national service will be comprised of a portion of
 participants from the local services, plus an additional 1,700 national
 panelists to provide a greater representation of the rest of the U.S. The
 national panel will be weighted to be representative of the entire U.S. and
 will have an effective sample size of approximately 2,500 panelists.
     "Our technology and measurement system will enable Nielsen to offer its
 clients data on consumer television viewing habits that was previously
 unavailable," said Tom Zito, Chairman and CEO of Integrated Media
 Measurement Inc. "This co-branded product is just one example of how IMMI
 can help advertisers, broadcasters and content providers make better
 business decisions."
     The new out-of-home measurement service builds on Nielsen's Anytime
 Anywhere Media Measurement (A2/M2) initiative, which seeks to measure
 television viewing on every platform where it is available. It will be
 offered to clients as a stand-alone service, and will be separate from
 Nielsen's current in-home, national and local television ratings services.
     Sample participants will be asked to carry mobile phones that include
 metering technology developed by IMMI. The phones will collect passive
 digital signatures from television telecasts that IMMI will match with
 audio signatures collected by IMMI from actual telecasts. The signatures
 will be transmitted to IMMI computer servers for reporting.
     About The Nielsen Company
     The Nielsen Company is a global information and media company with
 leading market positions and recognized brands in marketing information,
 media information, business publications, trade shows and the newspaper
 sector. The privately held company has more than 41,000 employees and is
 active in more than 100 countries, with headquarters in Haarlem, the
 Netherlands, and New York, USA. For more information, please visit,
     About Integrated Media Measurement Inc.
     Integrated Media Measurement Inc. helps advertisers, broadcasters and
 content providers understand whether their ads are working by correlating
 media exposure and consumer behavior. IMMI is based in San Mateo, Calif.
 More information is available at
     For The Nielsen Company:
     Gary Holmes, 646-654-8975,
     For IMMI:
     Steve Honig, The Honig Company, Inc., 818-986-4300,

SOURCE Nielsen Media Research